An honest review of Conor McGregor’s Proper No. Twelve whiskey
He boasted that it was the best thing ever; told us it was going to change the market. However, these comparisons are unfair.
Conor McGregor rose to prominence in MMA for two reasons. The first is his violent and deadly left hand. The second os his self-promotion, which manages to appeal far beyond the MMA fanbase. Although he shows off stacks of money, fur jackets, and fancy cars, Conor’s brash nature connects with the everyman.
His whiskey appears to have taken the same approach as its spokesperson.
Websites near and far are analyzing Proper No. Twelve next to brands like Johnny Walker Blue Label and Ballentine’s, and who could blame them. With the way that Conor busted onto the scene with this latest venture, we all had to assume that this was not something we all could afford. He boasted that it was the best thing ever; told us it was going to change the market. However, these comparisons are unfair.
To start, the price point puts Proper No. Twelve in a very different peer group. The suggested retail cost of a bottle is somewhere in between $25 and $30. Although it may be difficult to get your hands on it now, Proper No. Twelve is surprisingly for the everyman. It, like its figurehead, finds a way to feel extra luxurious in its appearance, while still being accessible to the people who will consume it most. So rather than comparing it to expensive high-end blends like Royal Salute, they should be comparing it to the blends that are commonly seen on the middle shelf at your local liquor store such as Jameson.
Taste
The taste is where Proper separates itself from the pack. Once we properly categorize it as a whiskey that is for casual drinking and not special occasions, it stands up extremely well against its peers.
One of the first things you’ll notice about it is that its nose is not particularly harsh (perhaps the first thing that separates it from McGregor ;-). There are slight hints of fruit that you’ll catch and a lot less boozy taste than one would imagine from a whiskey in this price range. The taste follows suit with a much smoother finish than I originally anticipated. Vanilla and honey notes make for a easy tasting. In comparison to its peers, it’s a far better option for sipping or mixing, whereas its competitors would be better options for shots. The one drawback on the taste is that there is a slight medicinal taste on the end. This aftertaste is noticeable, but not overwhelming.
In conclusion, it is an interesting addition to your local liquor store that adds enough of a different element to the whiskey market to differentiate itself without making itself inaccessible to its intended market.
Author Daniel Vreeland is a co-founder of the Top Turtle Podcast, and a brown belt in Jiu-Jitsu at New England Submission Fighting in Amherst, Massachusetts.